Chiropractic Cash Only Practice

03/14/2026

𝐓𝐡𝐞 𝐋𝐚𝐛𝐞𝐥𝐬 𝐖𝐞 𝐆𝐢𝐯𝐞 𝐎𝐮𝐫𝐬𝐞𝐥𝐯𝐞𝐬 𝐚𝐬 𝐂𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐨𝐫𝐬

For many years, when people asked me what kind of Chiropractor I was, I would say that I was a 𝐧𝐨𝐧-𝐭𝐡𝐞𝐫𝐚𝐩𝐞𝐮𝐭𝐢𝐜 𝐂𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐨𝐫. That description made sense to me because I was trying to separate what I do from the medical or therapy-based model that dominates healthcare.

Recently though, I saw a post by another Chiropractor who also identifies as non-therapeutic and he made a statement that caught my attention. He said that 𝐧𝐨𝐧-𝐭𝐡𝐞𝐫𝐚𝐩𝐞𝐮𝐭𝐢𝐜 𝐂𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐨𝐫𝐬 𝐝𝐨 𝐧𝐨𝐭 𝐡𝐚𝐯𝐞 𝐜𝐚𝐫𝐞 𝐩𝐥𝐚𝐧𝐬. That made me stop and think, because when people ask me how often they should come in, my answer has always been pretty simple. I usually say, “𝐎𝐧𝐜𝐞 𝐞𝐯𝐞𝐫𝐲 𝟕–𝟏𝟒 𝐝𝐚𝐲𝐬 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐫𝐞𝐬𝐭 𝐨𝐟 𝐲𝐨𝐮𝐫 𝐥𝐢𝐟𝐞 𝐮𝐧𝐭𝐢𝐥 𝐨𝐧𝐞 𝐨𝐟 𝐮𝐬 𝐝𝐢𝐞𝐬… 𝐚𝐧𝐝 𝐢𝐟 𝐈 𝐝𝐢𝐞 𝐟𝐢𝐫𝐬𝐭, 𝐲𝐨𝐮’𝐥𝐥 𝐧𝐞𝐞𝐝 𝐭𝐨 𝐟𝐢𝐧𝐝 𝐚𝐧𝐨𝐭𝐡𝐞𝐫 𝐂𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐨𝐫.” It usually gets a laugh, but the point behind it is serious. I absolutely suggest 𝐥𝐢𝐟𝐞𝐭𝐢𝐦𝐞 𝐂𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐢𝐜 𝐜𝐚𝐫𝐞.

Apparently though, according to that non-therapeutic Chiropractor’s definition, that means I don’t qualify as a non-therapeutic Chiropractor after all because 𝐎𝐧𝐜𝐞 𝐞𝐯𝐞𝐫𝐲 𝟕–𝟏𝟒 𝐝𝐚𝐲𝐬 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐫𝐞𝐬𝐭 𝐨𝐟 𝐲𝐨𝐮𝐫 𝐥𝐢𝐟𝐞 𝐮𝐧𝐭𝐢𝐥 𝐨𝐧𝐞 𝐨𝐟 𝐮𝐬 𝐝𝐢𝐞𝐬 is, in fact, a care plan . That realization made me step back and think about something interesting. Maybe the labels we give ourselves in this profession are not nearly as clear as we think they are.

If we look across the profession, there are several commonly used categories that Chiropractors tend to place themselves into.

One of the most widely recognized is the 𝐌𝐢𝐱𝐞𝐫 𝐨𝐫 𝐓𝐡𝐞𝐫𝐚𝐩𝐞𝐮𝐭𝐢𝐜 𝐂𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐨𝐫. These are Chiropractors who incorporate multiple therapies into their practice, things like physiotherapy modalities, rehabilitation exercises, soft tissue work, nutrition counseling, laser therapy, decompression, colonics, shock wave therapy and a variety of other treatment tools. In this model, the adjustment is often one tool among many. Care is typically structured around 𝐬𝐲𝐦𝐩𝐭𝐨𝐦𝐬, 𝐩𝐚𝐢𝐧, 𝐚𝐧𝐝 𝐦𝐞𝐝𝐢𝐜𝐚𝐥𝐥𝐲 𝐝𝐢𝐚𝐠𝐧𝐨𝐬𝐞𝐝 𝐜𝐨𝐧𝐝𝐢𝐭𝐢𝐨𝐧𝐬, and treatment plans are designed with the goal of resolving or managing those conditions.

Another category is what many people refer to as the 𝐒𝐭𝐫𝐚𝐢𝐠𝐡𝐭 𝐂𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐨𝐫. Traditionally, Straight Chiropractors focus primarily on the adjustment and avoid adding outside therapies into their offices. However, many Straight Chiropractors still discuss symptoms and often structure care around improving specific conditions. Some reference spinal levels and their relationship to different parts of the body, sometimes using charts like the Merrick chart to explain how spinal misalignments may influence certain organs or functions.

A more specific philosophical position is known as 𝐎𝐛𝐣𝐞𝐜𝐭𝐢𝐯𝐞 𝐒𝐭𝐫𝐚𝐢𝐠𝐡𝐭 𝐂𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐢𝐜. In this model the Chiropractor attempts to remove symptom-based reasoning entirely and focuses only on the 𝐝𝐞𝐭𝐞𝐜𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐜𝐨𝐫𝐫𝐞𝐜𝐭𝐢𝐨𝐧 𝐨𝐟 𝐯𝐞𝐫𝐭𝐞𝐛𝐫𝐚𝐥 𝐬𝐮𝐛𝐥𝐮𝐱𝐚𝐭𝐢𝐨𝐧. The objective is not to treat diseases or conditions but simply to locate and correct subluxations so the body’s innate intelligence can function without interference. In that model the outcome, whatever it may be, is considered the body’s responsibility, not the Chiropractor’s. These Chiropractors typically recommend ongoing care plans, not to ‘treat’ anything but to regularly check the spine for subluxations and correct them when found so that the body can function optimally.

Then there is the category I used to, but no longer, place myself in, the 𝐍𝐨𝐧-𝐓𝐡𝐞𝐫𝐚𝐩𝐞𝐮𝐭𝐢𝐜 𝐂𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐨𝐫. The spirit behind this idea is very similar to Objective Straight Chiropractic in that the Chiropractor is not trying to treat disease. This category of Chiropractic advocates for and practices a philosophy, science, and art of specifically locating, analyzing, and correcting vertebral subluxations for the normal transmission of the innate impulses (mental impulses) of the body generated by the innate law of living things (innate intelligence). They teach that Chiropractic is nothing else. However, as I recently discovered, some individuals who identify with this label define it even more narrowly, including the idea that a Chiropractor should not recommend care plans.

And then there is another category that has been gaining more attention in recent years, often referred to as the 𝐌𝐞𝐝𝐢𝐩𝐫𝐚𝐜𝐭𝐨𝐫. Chiropractors who embrace this model are very open about the fact that they want the profession to move closer to the medical model. Many of them openly reject the word 𝐬𝐮𝐛𝐥𝐮𝐱𝐚𝐭𝐢𝐨𝐧 and dislike the word 𝐚𝐝𝐣𝐮𝐬𝐭𝐦𝐞𝐧𝐭, preferring instead the term 𝐬𝐩𝐢𝐧𝐚𝐥 𝐦𝐚𝐧𝐢𝐩𝐮𝐥𝐚𝐭𝐢𝐨𝐧. Their focus is almost entirely on 𝐦𝐮𝐬𝐜𝐮𝐥𝐨𝐬𝐤𝐞𝐥𝐞𝐭𝐚𝐥 𝐝𝐢𝐬𝐨𝐫𝐝𝐞𝐫𝐬, pain, symptoms, and medically diagnosed conditions. Some even question why Chiropractors should not be allowed to prescribe drugs or perform certain types of surgery. Their ultimate desire is to be accepted as part of mainstream medicine.

So depending on who you talk to, you may hear Chiropractors identify themselves as mixers, traditional straights, objective straights, non-therapeutic Chiropractors, or medipractors. Each of those labels comes with its own philosophical framework and its own interpretation of what chiropractic is supposed to be.

Which brings me back to the irony of my own situation. Years ago, I actually applied for membership in a non-therapeutic chiropractic association. My application was denied because my website at the time listed research on symptoms that chiropractic has been shown to help with. Even though the intent was simply educational, that alone was enough to disqualify me. Looking back now, I can honestly say something I didn’t expect to say at the time. 𝐈’𝐦 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐠𝐥𝐚𝐝 𝐈 𝐰𝐚𝐬𝐧’𝐭 𝐚𝐜𝐜𝐞𝐩𝐭𝐞𝐝. Not because I disagree with the core principles behind non-therapeutic chiropractic, many of those ideas align very closely with how I practice. But because it forced me to recognize something that I think many of us overlook. 𝐖𝐞 𝐬𝐩𝐞𝐧𝐝 𝐚 𝐥𝐨𝐭 𝐨𝐟 𝐭𝐢𝐦𝐞 𝐥𝐚𝐛𝐞𝐥𝐢𝐧𝐠 𝐞𝐚𝐜𝐡 𝐨𝐭𝐡𝐞𝐫.

Sometimes those labels help clarify ideas and philosophical differences. But other times they seem to encourage something less productive.

Some Chiropractors have an insatiable desire to debate other Chiropractors and the very definition of Chiropractic and seek to expose the flaws in other ‘categories’ of Chiropractic using the title of one of BJ Palmer’s books to justify their desire to debate claiming that Conflicts Clarify. They may be right but I, for one, disagree and I don’t choose to spend time or energy debating other Chiropractors.

Spending our time debating one another is what our profession has done for generations. 𝐖𝐞 𝐜𝐢𝐫𝐜𝐥𝐞 𝐭𝐡𝐞 𝐰𝐚𝐠𝐨𝐧𝐬… 𝐚𝐧𝐝 𝐭𝐡𝐞𝐧 𝐬𝐭𝐚𝐫𝐭 𝐬𝐡𝐨𝐨𝐭𝐢𝐧𝐠 𝐢𝐧𝐰𝐚𝐫𝐝. One group says another group isn’t “straight enough.” Another says someone isn’t “objective enough.” Another insists you can’t be “non-therapeutic” if you say certain words or structure care a certain way. Meanwhile, the world outside of chiropractic is still trying to understand what chiropractic even is.

So where do I stand in all of this? I believe the spine matters. I believe the nervous system matters. I believe that subluxations, in and of themselves, are a silent killer. I believe the adjustment matters. I don’t claim to treat diseases and I don’t promise cures, but I absolutely believe that when communication between the brain and the body is clear, people function better. And yes, I still suggest people get their spine checked 𝐞𝐯𝐞𝐫𝐲 𝟕–𝟏𝟒 𝐝𝐚𝐲𝐬 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐫𝐞𝐬𝐭 𝐨𝐟 𝐭𝐡𝐞𝐢𝐫 𝐥𝐢𝐯𝐞𝐬. Call that a care plan if you want, or don’t. At the end of the day I’m less concerned about which philosophical label someone attaches to me and more concerned about serving the people who walk through my doors.

Which brings me to a question that I think is worth asking. What do YOU think? 𝐀𝐫𝐞 𝐭𝐡𝐞𝐬𝐞 𝐥𝐚𝐛𝐞𝐥𝐬 𝐡𝐞𝐥𝐩𝐢𝐧𝐠 𝐭𝐡𝐞 𝐩𝐫𝐨𝐟𝐞𝐬𝐬𝐢𝐨𝐧 𝐜𝐥𝐚𝐫𝐢𝐟𝐲 𝐢𝐭𝐬 𝐦𝐞𝐬𝐬𝐚𝐠𝐞… 𝐨𝐫 𝐚𝐫𝐞 𝐭𝐡𝐞𝐲 𝐣𝐮𝐬𝐭 𝐜𝐫𝐞𝐚𝐭𝐢𝐧𝐠 𝐦𝐨𝐫𝐞 𝐝𝐢𝐯𝐢𝐬𝐢𝐨𝐧 𝐢𝐧𝐬𝐢𝐝𝐞 𝐨𝐮𝐫 𝐨𝐰𝐧 𝐩𝐫𝐨𝐟𝐞𝐬𝐬𝐢𝐨𝐧? I’d honestly like to hear your thoughts. What should we do with these labels, and do you believe they help chiropractic move forward, or hold it back?

In Health and Faith,
Jay

03/14/2026

𝗜 𝗨𝘀𝗲𝗱 𝘁𝗼 𝗔𝗱𝗷𝘂𝘀𝘁 𝟮𝟬𝟬 𝗣𝗲𝗼𝗽𝗹𝗲 𝗮 𝗗𝗮𝘆… 𝗡𝗼𝘄 𝗜 𝗧𝗼𝘁𝗮𝗹𝗹𝘆 𝐠𝐞𝐭 𝐰𝐡𝐲 𝐭𝐡𝐞𝐫𝐞 𝐰𝐞𝐫𝐞 𝐭𝐡𝐨𝐬𝐞 𝐭𝐡𝐚𝐭 𝐝𝐨𝐮𝐛𝐭𝐞𝐝 𝐢𝐭

Every once in a while a chiropractor will ask me, “How in the world did you adjust 150 to 200 people a day?”

And I have to be honest… 𝐒𝐨𝐦𝐞𝐭𝐢𝐦𝐞𝐬 𝐈 𝐚𝐬𝐤 𝐦𝐲𝐬𝐞𝐥𝐟 𝐭𝐡𝐞 𝐬𝐚𝐦𝐞 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧.

These days I limit my schedule to about 50 adjustments a day. It’s a beautiful pace. It allows me to connect more with people, breathe a little between patients, and enjoy the rhythm of the day.

But when I think back to the years when I was adjusting 150–200 people a day, even I almost can’t believe it. Seriously. I look back at those days and think, How did I do that? It almost feels like remembering a different lifetime.

Yet the truth is simple. 𝐈 𝐝𝐢𝐝𝐧’𝐭 𝐝𝐨 𝐢𝐭 𝐚𝐥𝐥 𝐚𝐭 𝐨𝐧𝐜𝐞. I did it the same way every chiropractor does anything meaningful.

One person at a time.
One adjustment at a time.
One bone at a time.

That’s it.

When you’re in the flow of it, you don’t think about the number. You’re not counting the volume. You’re simply showing up, present with the person in front of you, finding the subluxation, delivering the adjustment, and moving to the next opportunity to serve. Then suddenly the day is over. And the miracle is that 𝐡𝐮𝐧𝐝𝐫𝐞𝐝𝐬 𝐨𝐟 𝐥𝐢𝐯𝐞𝐬 𝐰𝐞𝐫𝐞 𝐭𝐨𝐮𝐜𝐡𝐞𝐝.

Now when younger chiropractors hear numbers like that, they often shake their heads and say something like, “There’s no way I could ever do that.” I understand why they say it. Because from the outside, 𝟐𝟎𝟎 𝐚𝐝𝐣𝐮𝐬𝐭𝐦𝐞𝐧𝐭𝐬 𝐢𝐧 𝐚 𝐝𝐚𝐲 𝐬𝐨𝐮𝐧𝐝𝐬 𝐢𝐦𝐩𝐨𝐬𝐬𝐢𝐛𝐥𝐞. But standing in the middle of it, it never felt impossible. It just felt like doing the work we were called to do.

One adjustment.
Then the next.
Then the next.

Sometimes I think about ramping things back up again, just to see if I could still do it. Not because I need to. Not because I’m chasing numbers. But because 𝐭𝐡𝐞𝐫𝐞 𝐰𝐚𝐬 𝐬𝐨𝐦𝐞𝐭𝐡𝐢𝐧𝐠 𝐛𝐞𝐚𝐮𝐭𝐢𝐟𝐮𝐥 𝐚𝐛𝐨𝐮𝐭 𝐭𝐡𝐚𝐭 𝐫𝐡𝐲𝐭𝐡𝐦 𝐨𝐟 𝐬𝐞𝐫𝐯𝐢𝐜𝐞, that steady flow of people walking through the office looking for hope and leaving with a little more life in their nervous system.

The funny thing is, when you’ve lived through seasons like that, the impossible stops looking impossible. You realize that great things in chiropractic, just like great things in life, are never accomplished all at once. They are built quietly, patiently, faithfully…

𝐎𝐧𝐞 𝐩𝐞𝐫𝐬𝐨𝐧 𝐚𝐭 𝐚 𝐭𝐢𝐦𝐞.
𝐎𝐧𝐞 𝐚𝐝𝐣𝐮𝐬𝐭𝐦𝐞𝐧𝐭 𝐚𝐭 𝐚 𝐭𝐢𝐦𝐞.
𝐎𝐧𝐞 𝐛𝐨𝐧𝐞 𝐚𝐭 𝐚 𝐭𝐢𝐦𝐞.

In Health and Faith,
Jay

03/12/2026

𝗪𝗵𝘆 𝗠𝗼𝘀𝘁 𝗖𝗵𝗶𝗿𝗼𝗽𝗿𝗮𝗰𝘁𝗼𝗿𝘀 𝗔𝗿𝗲 𝗜𝗻𝘃𝗶𝘀𝗶𝗯𝗹𝗲 𝗢𝗻𝗹𝗶𝗻𝗲… 𝗔𝗻𝗱 𝗛𝗼𝘄 𝘁𝗼 𝗙𝗶𝘅 𝗜𝘁 𝗶𝗻 𝟮𝟬𝟮𝟲

Most Chiropractors think the biggest challenge today is getting to the top of Google. But here’s the uncomfortable truth, 𝐦𝐚𝐧𝐲 𝐂𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐨𝐫𝐬 𝐚𝐫𝐞 𝐢𝐧𝐯𝐢𝐬𝐢𝐛𝐥𝐞 𝐞𝐯𝐞𝐧 𝐰𝐡𝐞𝐧 𝐭𝐡𝐞𝐲 𝐫𝐚𝐧𝐤. People search “chiropractor near me,” glance at a few listings, check a couple reviews, and make a decision in seconds. Studies show 75% of users never go past the first page of Google, yet even when doctors appear there, they often blend into a sea of identical messaging. The websites all look the same. The language sounds the same. And when everything looks the same, patients choose based on distance or price instead of conviction.

At the same time, the way people search is evolving rapidly. Research shows 𝟔𝟕% 𝐨𝐟 𝐆𝐞𝐧 𝐙 𝐮𝐬𝐞 𝐈𝐧𝐬𝐭𝐚𝐠𝐫𝐚𝐦 𝐟𝐨𝐫 𝐬𝐞𝐚𝐫𝐜𝐡, 𝟔𝟐% 𝐮𝐬𝐞 𝐓𝐢𝐤𝐓𝐨𝐤, 𝐚𝐧𝐝 𝟔𝟏% 𝐬𝐭𝐢𝐥𝐥 𝐮𝐬𝐞 𝐆𝐨𝐨𝐠𝐥𝐞, 𝐰𝐡𝐢𝐥𝐞 𝐀𝐈 𝐜𝐡𝐚𝐭𝐛𝐨𝐭𝐬 𝐚𝐫𝐞 𝐫𝐚𝐩𝐢𝐝𝐥𝐲 𝐛𝐞𝐜𝐨𝐦𝐢𝐧𝐠 𝐚 𝐧𝐞𝐰 𝐝𝐢𝐬𝐜𝐨𝐯𝐞𝐫𝐲 𝐞𝐧𝐠𝐢𝐧𝐞 𝐟𝐨𝐫 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬𝐞𝐬. That means patients might discover you through Google, social media, short videos, online reviews, or AI-generated recommendations. In other words, the internet no longer has one front door. It has many.

This is why simply having a website is no longer enough.𝐀𝐮𝐭𝐡𝐨𝐫𝐢𝐭𝐲, 𝐭𝐫𝐮𝐬𝐭 𝐬𝐢𝐠𝐧𝐚𝐥𝐬, 𝐚𝐧𝐝 𝐯𝐢𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲 𝐚𝐜𝐫𝐨𝐬𝐬 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬 now determine whether someone notices you or scrolls past you.

But here’s the good news. The strategies that work in the AI and social media era actually mirror the strategies that built the largest Chiropractic practices long before the internet existed, they just happen faster now.

The strongest practices today combine 𝐨𝐥𝐝-𝐬𝐜𝐡𝐨𝐨𝐥 𝐫𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩 𝐛𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐦𝐨𝐝𝐞𝐫𝐧 𝐝𝐢𝐠𝐢𝐭𝐚𝐥 𝐚𝐦𝐩𝐥𝐢𝐟𝐢𝐜𝐚𝐭𝐢𝐨𝐧.

Here are 𝟴 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝘄𝗮𝘆𝘀 𝘁𝗼 𝗱𝗼 𝗶𝘁:

𝟭. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗮𝗻 𝘂𝗻𝗳𝗼𝗿𝗴𝗲𝘁𝘁𝗮𝗯𝗹𝗲 𝗳𝗶𝗿𝘀𝘁 𝘃𝗶𝘀𝗶𝘁. When a patient leaves your office thinking “Why has no one ever explained this to me before?” they naturally talk about it. That experience fuels both word-of-mouth and online reviews.

𝟮. 𝗔𝘀𝗸 𝗳𝗼𝗿 𝗿𝗲𝗳𝗲𝗿𝗿𝗮𝗹𝘀. Most doctors hope patients will refer people. But you have not because you ask not. Ask when they tell you they feel better. Ask when they tell you they’re functioning better. Ask when they tell you their children that have been seeing you are healthier. Ask when they thank you. STOP being too prideful or too timid to ask for a referral and STOP PMing me asking why you don’t have enough new patients! ASK FOR THEM.

𝟯. 𝗔𝘀𝗸 𝗳𝗼𝗿 𝗿𝗲𝘃𝗶𝗲𝘄𝘀. Over 90% of consumers read online reviews before choosing a local business, and AI systems increasingly analyze those reviews when recommending businesses. You want to rank better in searches? OPEN your mouth and ask for referrals.

𝟰. 𝗖𝗿𝗲𝗮𝘁𝗲 𝘀𝗶𝗺𝗽𝗹𝗲 𝘀𝗵𝗼𝗿𝘁-𝗳𝗼𝗿𝗺 𝘃𝗶𝗱𝗲𝗼𝘀. One clear, educational 30-second video explaining Chiropractic can reach more people today than a full-page newspaper ad ever could. Look at my personal and office pages, TicTok, X, YouTube, Rumble, Instagram, Linkedin and Substack. There are almost 300 short form videos out there. Do one a day, everyday. It seems hard by the yard but it’s a cinch by the inch.

𝟱. 𝗠𝗮𝗸𝗲 𝘆𝗼𝘂𝗿 𝗺𝗲𝘀𝘀𝗮𝗴𝗲 𝗰𝗹𝗲𝗮𝗿 𝗮𝗻𝗱 𝗰𝗼𝗻𝘃𝗶𝗰𝘁𝗶𝗼𝗻-𝗯𝗮𝘀𝗲𝗱. If someone lands on your website or social page, they should instantly understand what you believe about the body and health. Clarity attracts the right patients. Go take a critical look at your website and social pages. What kind of patients are you attracting now? What kind of patients are you repelling? Then GO FIX IT.

𝟲. 𝗣𝗼𝘀𝘁 𝗲𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁𝗹𝘆. AI and social platforms reward consistent expertise. When you teach regularly, your authority compounds. SEE #4 and #5 above.

𝟳. 𝗦𝗵𝗼𝘄 𝘂𝗽 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆. Shake hands. Meet local business owners. Introduce yourself. Real relationships still build the strongest practices. When’s the last time you handed out 10 cards in a single day? Was there an offer on the back of those cards? What if you handed out 10 cards a day for 10 days? What if you did that for 30 days?

𝟴. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 𝗽𝗲𝗼𝗽𝗹𝗲 𝗰𝗮𝗻’𝘁 𝗵𝗲𝗹𝗽 𝗯𝘂𝘁 𝘁𝗮𝗹𝗸 𝗮𝗯𝗼𝘂𝘁. When patients walk out inspired, educated, and hopeful, they become your most powerful marketing channel. What’s the VIBE in your office? Does it attract patients in and of itself? Do patients come early and linger after their adjustment just to be in your space? IF NOT, WHY NOT?

Technology will continue to evolve. Search engines will change. AI will influence how patients discover doctors. But the core principle of practice growth has never changed.

People trust people.

The real growth engine isn’t just the firm but loving handshake or hug or the business card or videos or office music, decor or vibe alone. Those are important but… It’s the 𝐨𝐮𝐭𝐬𝐭𝐚𝐧𝐝𝐢𝐧𝐠, 𝐨𝐯𝐞𝐫𝐰𝐡𝐞𝐥𝐦𝐢𝐧𝐠, 𝐩𝐨𝐬𝐢𝐭𝐢𝐯𝐞 𝐚𝐧𝐝 𝐮𝐩𝐥𝐢𝐟𝐭𝐢𝐧𝐠 experience patients had in the office that creates real growth.

When the first visit is powerful enough, patients become your marketing department. They tell their spouse. They tell their coworkers. They tell their friends. Sometimes they call someone 𝐛𝐞𝐟𝐨𝐫𝐞 𝐭𝐡𝐞𝐲 𝐞𝐯𝐞𝐧 𝐥𝐞𝐚𝐯𝐞 𝐲𝐨𝐮𝐫 𝐩𝐚𝐫𝐤𝐢𝐧𝐠 𝐥𝐨𝐭 and say, “You have to come experience this.”

That kind of momentum beats any algorithm.

𝐀𝐧𝐝 𝐭𝐡𝐞 𝐦𝐨𝐬𝐭 𝐩𝐨𝐰𝐞𝐫𝐟𝐮𝐥 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐬𝐞𝐧𝐭𝐞𝐧𝐜𝐞 𝐢𝐧 𝐂𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐢𝐜 𝐡𝐢𝐬𝐭𝐨𝐫𝐲 𝐢𝐬 𝐬𝐭𝐢𝐥𝐥 𝐭𝐡𝐞 𝐬𝐚𝐦𝐞 one that built this profession from the very beginning:

“𝙔𝙤𝙪 𝙝𝙖𝙫𝙚 𝙩𝙤 𝙜𝙤 𝙨𝙚𝙚 𝙢𝙮 𝘾𝙝𝙞𝙧𝙤𝙥𝙧𝙖𝙘𝙩𝙤𝙧!.”

In Health and Faith,
Jay

03/10/2026

𝗠𝘆 𝗳𝗿𝗶𝗲𝗻𝗱 𝗟𝗲𝘄𝗶𝘀 𝘄𝗿𝗼𝘁𝗲 𝘁𝗵𝗶𝘀 𝗮𝗻𝗱 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲 𝘀𝗵𝗼𝘂𝗹𝗱 𝗿𝗲𝗮𝗱 𝗶𝘁. 𝗚𝗿𝗲𝗮𝘁, 𝗕𝗲𝗮𝘂𝘁𝗶𝗳𝘂𝗹 𝗠𝗲𝘀𝘀𝗮𝗴𝗲...

I took a little walk before I opened my office to patients this morning and as I got back to the front of my office, I saw how absolutely beautiful it was. The vibrant green color on the walls which signifies healing, all the chairs in a row, the fish tank in the corner, and all the inspirational posters. With the time change, I could really see the office shoot out its light. What a pretty sight. G-d put on my heart this morning to post this because there's at least one person that needs to hear this. All of this was done in spite of me by a loving G-d who chose me to be a chiropractor and who chose you, too. All of this was done in spite of my ego, my bad decisions, and my stubbornness. No matter where you are in your practice, no matter how many people you're seeing, no matter what problems or challenges you face in your practice or your personal life, you're helping people. You're making this world a better place for others. Pat yourself on the back. There are so many people out there that only live for the weekends. There are so many people out there that hate their jobs and can't get wait until retirement. There are so many people out there that don't have a principle that guides them in this life. You have no idea how blessed you are, no matter where you are. Take a step back and pat yourself on the back for all the things that you've done up until now. You're obedient, you're kind, you're loving, and you are bright light. People are counting on you so don't let them down. G-d has elevated you to a place very few ever get to experience. It's an awesome responsibility and yet it is such a privilege. Sit with that for a moment. Realize how special you are. Realize everything you had to go through to graduate Chiropractic School, to open up an office, and to get through all your adversities. It is nothing short of a miracle and you are nothing short of a miracle. Have an amazing day and know that G-d loves you. I love you as well.

03/09/2026

https://drmatthewmccoy.substack.com/p/valedictorian-calls-a-new-generation

James Mason, DC Reminds the Profession's Leaders of the Sacred Trust

03/06/2026

𝗧𝗛𝗘 𝗡𝗘𝗪 𝗣𝗔𝗧𝗜𝗘𝗡𝗧 𝗢𝗕𝗦𝗘𝗦𝗦𝗜𝗢𝗡 𝗧𝗛𝗔𝗧’𝗦 𝗞𝗜𝗟𝗟𝗜𝗡𝗚 𝗖𝗛𝗜𝗥𝗢𝗣𝗥𝗔𝗖𝗧𝗢𝗥𝗦

One of the most common questions I hear from Chiropractors is this: “How do I get more new patients?” It sounds like a reasonable question. It sounds like a growth question. It sounds like a business question. But most of the time, 𝗶𝘁’𝘀 𝘁𝗵𝗲 𝘄𝗿𝗼𝗻𝗴 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻.

The obsession with new patients has quietly become one of the biggest problems in Chiropractic. Doctors spend thousands on marketing agencies, Facebook ads, dinner talks, spinal screenings, funnels, SEO companies, and complicated campaigns, all designed to bring a constant stream of new people into the office. They measure success by how many new names show up on the new patient list each week. But very few stop and ask the more important question, 𝗪𝗵𝘆 𝗱𝗼𝗻’𝘁 𝘁𝗵𝗲𝘆 𝘀𝘁𝗮𝘆?

A practice that constantly needs new patients is like a bucket with a hole in the bottom. You can pour water in all day long, but if it keeps leaking out the bottom, you will never fill the bucket. The real power in Chiropractic practices has never come from endless streams of strangers. It has always come from families who understand the value of Chiropractic and choose to make it part of their lives. 𝗟𝗶𝗳𝗲𝘁𝗶𝗺𝗲 𝗽𝗮𝘁𝗶𝗲𝗻𝘁𝘀 𝗯𝘂𝗶𝗹𝗱 𝗴𝗿𝗲𝗮𝘁 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲𝘀.

When someone truly understands that subluxations interfere with the nervous system and that regular Chiropractic care helps them function at their highest potential, they don’t come for six visits. They come for six years. They bring their spouse. They bring their children. They refer their friends. 𝗧𝗵𝗲𝘆 𝗯𝘂𝗶𝗹𝗱 𝘆𝗼𝘂𝗿 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲.

But that only happens when the Chiropractor has 𝗰𝗲𝗿𝘁𝗮𝗶𝗻𝘁𝘆. If the doctor sounds unsure, talks about pain relief instead of life expression, or presents Chiropractic like a temporary therapy instead of a lifelong necessity, patients will treat it exactly that way, temporary.

When Chiropractic is presented as a symptom treatment, people come when something hurts and leave when it feels better. When Chiropractic is presented as a vital part of optimal human function, people stay. That difference is not marketing. 𝗧𝗵𝗮𝘁’𝘀 𝗰𝗼𝗻𝘃𝗶𝗰𝘁𝗶𝗼𝗻.

The great Chiropractic practices throughout history were not built on complicated marketing systems. They were built on clear communication, certainty, and a deep belief in what we do. Patients can feel that. When a doctor truly believes that checking for and correcting subluxations is vital for every man, woman, and child from cradle to grave, the message becomes powerful, the office becomes consistent, the patients become loyal, and the practice becomes stable.

Suddenly the question changes. Instead of asking, “How do I get more new patients?” you start asking “𝗛𝗼𝘄 𝗱𝗼 𝗜 𝗵𝗲𝗹𝗽 𝘁𝗵𝗲 𝗽𝗮𝘁𝗶𝗲𝗻𝘁𝘀 𝗜 𝗮𝗹𝗿𝗲𝗮𝗱𝘆 𝗵𝗮𝘃𝗲 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘁𝗵𝗲 𝘃𝗮𝗹𝘂𝗲 𝗼𝗳 𝗖𝗵𝗶𝗿𝗼𝗽𝗿𝗮𝗰𝘁𝗶𝗰 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗿𝗲𝘀𝘁 𝗼𝗳 𝘁𝗵𝗲𝗶𝗿 𝗹𝗶𝘃𝗲𝘀?”

That question changes everything. Because when you do that well, something remarkable happens. Patients stop being visitors. 𝗧𝗵𝗲𝘆 𝗯𝗲𝗰𝗼𝗺𝗲 𝗳𝗮𝗺𝗶𝗹𝘆. And practices built on families don’t struggle to survive. 𝗧𝗵𝗲𝘆 𝘁𝗵𝗿𝗶𝘃𝗲.

In Health and Faith,
Jay

03/04/2026

𝐖𝐇𝐘 𝐌𝐎𝐒𝐓 𝐂𝐀𝐒𝐇 𝐂𝐇𝐈𝐑𝐎𝐏𝐑𝐀𝐂𝐓𝐎𝐑𝐒 𝐀𝐑𝐄 𝐒𝐓𝐈𝐋𝐋 𝐓𝐑𝐀𝐏𝐏𝐄𝐃

If you’re calling yourself “cash” but you’re still exhausted, frustrated, and worried about next month’s numbers, this might sting a little. And I say that with respect, because I’ve been there. The issue isn’t insurance anymore. The issue is that many Chiropractors left insurance… but never left the insurance mindset. 𝐘𝐨𝐮 𝐜𝐡𝐚𝐧𝐠𝐞𝐝 𝐡𝐨𝐰 𝐲𝐨𝐮 𝐜𝐨𝐥𝐥𝐞𝐜𝐭, 𝐛𝐮𝐭 𝐲𝐨𝐮 𝐝𝐢𝐝𝐧’𝐭 𝐜𝐡𝐚𝐧𝐠𝐞 𝐡𝐨𝐰 𝐲𝐨𝐮 𝐭𝐡𝐢𝐧𝐤.

Insurance trained us to chase symptoms, justify care, document for third parties, and feel responsible for outcomes that were never ours to own. Then some doctors drop insurance and keep doing the same thing, only now they’re explaining care directly to patients instead of to an adjuster. That is not freedom. That’s just a different audience. 𝐓𝐡𝐚𝐭’𝐬 𝐧𝐨𝐭 𝐚 𝐜𝐚𝐬𝐡 𝐩𝐫𝐚𝐜𝐭𝐢𝐜𝐞. 𝐓𝐡𝐚𝐭’𝐬 𝐚𝐧 𝐢𝐧𝐬𝐮𝐫𝐚𝐧𝐜𝐞 𝐩𝐫𝐚𝐜𝐭𝐢𝐜𝐞 𝐰𝐢𝐭𝐡𝐨𝐮𝐭 𝐢𝐧𝐬𝐮𝐫𝐚𝐧𝐜𝐞.

Here’s the viral truth nobody wants to say out loud: 𝘏𝘦𝘳𝘦’𝘴 𝘵𝘩𝘦 𝘱𝘢𝘳𝘵 𝘵𝘩𝘢𝘵 𝘸𝘪𝘭𝘭 𝘮𝘢𝘬𝘦 𝘴𝘰𝘮𝘦 𝘱𝘦𝘰𝘱𝘭𝘦 𝘶𝘯𝘤𝘰𝘮𝘧𝘰𝘳𝘵𝘢𝘣𝘭𝘦. If you are still talking about pain, treating conditions, and selling care plans based on symptoms, you are still playing the medical model game. You just removed the middleman. Patients will still come in episodically. They will still leave when they “feel better.” You will still feel the pressure to prove something every visit. And you will always need more new patients because retention will never stabilize.

A true principled cash practice is built on something entirely different. It is built on subluxation. On function. On weekly checks. On clarity. On certainty. It does not apologize for what Chiropractic is, and it does not dilute it to make it more palatable. 𝐖𝐡𝐞𝐧 𝐲𝐨𝐮 𝐬𝐭𝐚𝐧𝐝 𝐜𝐥𝐞𝐚𝐫𝐥𝐲 𝐢𝐧 𝐭𝐡𝐞 𝐀𝐫𝐭, 𝐒𝐜𝐢𝐞𝐧𝐜𝐞, 𝐚𝐧𝐝 𝐏𝐡𝐢𝐥𝐨𝐬𝐨𝐩𝐡𝐲 𝐨𝐟 𝐂𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐢𝐜, 𝐭𝐡𝐞 𝐧𝐞𝐞𝐝 𝐭𝐨 “𝐬𝐞𝐥𝐥” 𝐝𝐢𝐬𝐚𝐩𝐩𝐞𝐚𝐫𝐬.

The doctors who struggle in cash are often the most caring. They genuinely want to help. But caring without clarity creates confusion. And confused patients do not commit. They shop. They compare. They price check. They disappear.

Here’s the shift: stop trying to convince people that you can fix their problem. 𝘚𝘵𝘢𝘳𝘵 𝘦𝘥𝘶𝘤𝘢𝘵𝘪𝘯𝘨 𝘵𝘩𝘦𝘮. Stop chasing symptoms. 𝘚𝘵𝘢𝘳𝘵 𝘤𝘩𝘦𝘤𝘬𝘪𝘯𝘨 𝘴𝘱𝘪𝘯𝘦𝘴. Stop defending your fees. 𝘚𝘵𝘢𝘳𝘵 𝘥𝘦𝘮𝘰𝘯𝘴𝘵𝘳𝘢𝘵𝘪𝘯𝘨 𝘺𝘰𝘶𝘳 𝘤𝘦𝘳𝘵𝘢𝘪𝘯𝘵𝘺. 𝐂𝐥𝐚𝐫𝐢𝐭𝐲 𝐜𝐫𝐞𝐚𝐭𝐞𝐬 𝐜𝐨𝐧𝐯𝐢𝐜𝐭𝐢𝐨𝐧. 𝐂𝐨𝐧𝐯𝐢𝐜𝐭𝐢𝐨𝐧 𝐜𝐫𝐞𝐚𝐭𝐞𝐬 𝐜𝐨𝐦𝐦𝐢𝐭𝐦𝐞𝐧𝐭.

If you feel stuck in cash, it is not because cash “doesn’t work.” It is because you are standing with one foot in two worlds. Insurance thinking and principled thinking cannot coexist long term. One will always dilute the other.

This may ruffle feathers, and that’s okay. We need to have this conversation. Because if we don’t define Chiropractic clearly, someone else will define it for us. And history shows what happens when a profession chases duplication instead of distinction.

𝐓𝐡𝐞 𝐟𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐂𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐢𝐜 𝐢𝐬 𝐧𝐨𝐭 𝐢𝐧 𝐛𝐞𝐢𝐧𝐠 𝐦𝐨𝐫𝐞 𝐥𝐢𝐤𝐞 𝐦𝐞𝐝𝐢𝐜𝐢𝐧𝐞. 𝐈𝐭 𝐢𝐬 𝐢𝐧 𝐛𝐞𝐢𝐧𝐠 𝐦𝐨𝐫𝐞 𝐜𝐡𝐢𝐫𝐨𝐩𝐫𝐚𝐜𝐭𝐢𝐜.

If this hits a nerve, good. That means you still care.

In Health and Faith, Jay

02/26/2026

𝙒𝙝𝙖𝙩 𝙒𝙤𝙪𝙡𝙙 𝙔𝙤𝙪 𝙃𝙖𝙫𝙚 𝘿𝙤𝙣𝙚 𝘿𝙞𝙛𝙛𝙚𝙧𝙚𝙣𝙩𝙡𝙮?

I had another challenging email I needed to answer. It was from a patient who dismissed herself from care 4 years ago when she informed us that she disapproved of our decision not to have the Covid vaccine and that we allow others who are unvaccinated to come to the office. She did return to our office several months ago seeking care so I chose to ignore what was said in the past to lovingly accept her back to provide Chiropractic care but she only came in one time hoping for a quick fix. She wrote the following email to me and my response is posted below her email. 𝐃𝐨 𝐲𝐨𝐮 𝐚𝐠𝐫𝐞𝐞 𝐰𝐢𝐭𝐡 𝐦𝐲 𝐫𝐞𝐬𝐩𝐨𝐧𝐬𝐞? 𝐇𝐨𝐰 𝐰𝐨𝐮𝐥𝐝 𝐲𝐨𝐮 𝐡𝐚𝐯𝐞 𝐡𝐚𝐧𝐝𝐥𝐞𝐝 𝐢𝐭 𝐢𝐧 𝐲𝐨𝐮𝐫 𝐨𝐟𝐟𝐢𝐜𝐞?

Hi Jay,
I've been having an issue with my neck and headaches for a while now (about 2 months). I saw you right back when it first started but haven't had a chance to come in since. I've been to PT a few times for tight neck and shoulder muscles where he does a really good suboccipital massage, but it's not quite doing the trick. I can definitely tell that the issue is muscular because the muscles themselves are sore when I rub them, but do you think it's something that could be caused by a subluxation in my neck, which might be irritating the surrounding area?

I feel like I've had a perpetually stiff neck for months and it's just not letting up. I've tried different pillows, to be more aware of my posture, etc. and nothing seems to help.

Let me know if it's something you think a visit might help with. Thanks so much!

Sincerely,
#########X

My Response:

Dear ######XX,

Thank you for reaching out, and I’m sorry to hear your neck and headaches have been lingering. That’s frustrating, especially when you feel like you’ve been trying all the right things.

Could what you're experiencing be associated with subluxation in your neck? It’s certainly possible. Subluxations can create tension patterns and muscular guarding in the surrounding areas. However, a single adjustment typically doesn’t create meaningful or lasting change. Chiropractic care in our office is designed to support optimal nervous system function over time, not to serve as a quick fix for symptoms.

When you were in back in December, we only had the opportunity to see you once, which really doesn’t allow enough time to assess patterns or create momentum in correction. If you're open to approaching this from a wellness and function-based perspective rather than a symptom-based one, I’d be glad to help.

It has been several years since you originally watched our orientation video, and revisiting it may be helpful to make sure we’re aligned in expectations and philosophy before scheduling. Here is the link again:
https://youtu.be/MLqyBv1Cf2s?si=mjkit8-gbFeb_nGY

If what we do resonates with you and you’re willing to commit to the recommended frequency of care, I would be happy to scan your spine on the PulStar and see what we find. If you’re primarily looking for symptom relief or a short-term solution, I completely understand, and there are chiropractors who structure their care around that model. I’m happy to point you in that direction if that would serve you better.

My only goal is that you receive the kind of care that aligns with your expectations and gives you the results you're seeking.

Wishing you relief and a smooth path forward.

In Health and Faith,
Dr. Jay

UPDATE:
The following was the response-

Hi Dr. Jay,

How kind of you to reach out so late! I'd absolutely be willing to approach this from a wellness and function-based perspective. I used to go to a chiropractor every week when I loved in Merrimack and found it really helpful and it relieved a lot of my shoulder symptoms, but it was definitely not something that was a quick fix - though I do love getting adjusted and it does feel good! Lol.

Life has been hectic and stressful and I just fell out of the normal rhythm that I should be in with self care, so I'd absolutely like to get back into that. If we could do another scan to see what you find, that would be great. I'd be happy to book using the "first time patient" option in order to get back on course.

Let me know your thoughts.

Warmly,
#########XX

People Do Change... A Little Grace Goes A Long Way. (Both for them and for us) -Jay

02/23/2026

02/23/2026

𝗧𝗵𝗲 𝗣𝘂𝗹𝗦𝘁𝗮𝗿, 𝗦𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗶𝘁𝘆, 𝗮𝗻𝗱 𝗣𝗿𝗶𝗻𝗰𝗶𝗽𝗹𝗲𝗱 𝗖𝗵𝗶𝗿𝗼𝗽𝗿𝗮𝗰𝘁𝗶𝗰

I get asked about the PulStar all the time. Not casually, either. Chiropractors want to know how it works, why it works, whether it truly fits into a 𝗦𝗽𝗲𝗰𝗶𝗳𝗶𝗰, 𝗦𝗰𝗶𝗲𝗻𝘁𝗶𝗳𝗶𝗰, 𝗣𝗵𝗶𝗹𝗼𝘀𝗼𝗽𝗵𝗶𝗰𝗮𝗹𝗹𝘆 𝗦𝘂𝗯𝗹𝘂𝘅𝗮𝘁𝗶𝗼𝗻-𝗕𝗮𝘀𝗲𝗱 𝗖𝗵𝗶𝗿𝗼𝗽𝗿𝗮𝗰𝘁𝗶𝗰 𝗠𝗼𝗱𝗲𝗹, and whether using an instrument somehow dilutes principle. Patients want to know if it is just a tool or if it actually does something meaningful. Skeptics want to know if it is real science or just clever marketing. Those are fair questions, and if we are going to claim specificity and science, we should be able to explain exactly what we are doing.

𝐀𝐭 𝐢𝐭𝐬 𝐜𝐨𝐫𝐞, 𝐭𝐡𝐞 𝐏𝐮𝐥𝐒𝐭𝐚𝐫 𝐮𝐬𝐞𝐬 𝐚 𝐩𝐢𝐞𝐳𝐨𝐞𝐥𝐞𝐜𝐭𝐫𝐢𝐜 𝐬𝐞𝐧𝐬𝐨𝐫. Piezoelectric materials generate an electrical signal when mechanical pressure is applied. When the tip of the instrument contacts the spine and applies controlled pressure, the resistance from the tissue compresses the internal crystal. That compression produces an electrical signal, and the instrument converts that signal into a force-displacement curve in real time. It is not measuring bones, and it is not claiming to measure nerves directly. It is measuring 𝗧𝗶𝘀𝘀𝘂𝗲 𝗖𝗼𝗺𝗽𝗹𝗶𝗮𝗻𝗰𝗲, how much a spinal segment resists indentation, how quickly it yields, and how elastic or rigid it behaves under controlled load.

In biomechanics, healthy, freely moving joints produce predictable compliance curves that fall within statistical norms. Restricted joints produce abnormal resistance signatures, higher peak force, steeper slope, and reduced compliance. That measurable change in compliance is the mechanical footprint of what we call subluxation. In a principled Chiropractic model, subluxation is not merely a bone out of place. It is an 𝗔𝗹𝘁𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗶𝗻 𝗠𝗼𝘁𝗶𝗼𝗻, 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻, 𝗮𝗻𝗱 𝗡𝗲𝘂𝗿𝗮𝗹 𝗧𝗼𝗻𝗲 that interferes with optimal expression of the nervous system. When a segment becomes subluxated, we often see increased paraspinal guarding, ligament tension, facet restriction, and altered joint play. All of those increase mechanical resistance. The PulStar detects that mechanical alteration and displays it clearly on the screen in a way that’s useful to the Doctor of Chiropractic and, just as importantly, easily understood by the practice member.

Skeptics often ask how the instrument knows what normal is. The answer is not mystical. The software was built from thousands of spinal readings collected over time. Statistical averages for force-displacement at specific spinal levels were compiled into a normative database. When you scan a patient, their compliance curve is compared in real time to those normative ranges. If the measured force displacement falls outside statistical averages, the screen displays a red indicator showing measurable deviation. That is not guesswork. It is population-based biomechanical modeling applied clinically.

Now let’s address how it adjusts. Once abnormal resistance peaks are identified, the tip is placed precisely on the involved segment. A controlled preload is applied, followed by a very fast, low-amplitude impulse. Speed matters because the rapid impulse overcomes guarding reflexes without requiring high force. Because the amplitude is small, tissue strain is minimized. The goal is precision, not drama. Neurologically, that impulse stimulates mechanoreceptors, Golgi tendon organs, and muscle spindles, influencing local reflex arcs and often reducing hypertonicity. Mechanically, joint play improves. The adjustment is not defined by noise, it is defined by change in motion characteristics.

During the adjustment, the segment is constantly rescanned. This is where objectivity becomes powerful. Before correction, you may see a high resistance peak and reduced compliance with a red indicator signaling alteration. During the adjustment with the newest AI-assisted update, the system performs a live, real-time scan as impulses are delivered. As tissue compliance improves and the force-displacement measurement returns within statistical averages, the red indicator turns green. That visual shift confirms that the measurable mechanical expression of subluxation has normalized. The instrument does not fix the subluxation in a philosophical sense. The precise force stimulates the system, and 𝗜𝗻𝗻𝗮𝘁𝗲 𝗱𝗼𝗲𝘀 𝘁𝗵𝗲 𝗰𝗼𝗿𝗿𝗲𝗰𝘁𝗶𝗻𝗴. The instrument supplies the specific force necessary to allow that correction to occur.

What I particularly appreciate about the newest update is the AI-assisted pattern recognition. The system evaluates each impulse response in real time. It analyzes the force-time data, compares it to normative models, and determines whether additional pulses are necessary until compliance normalizes. This is not artificial intelligence making philosophical decisions. It is advanced data analysis assisting the doctor in achieving measurable normalization. It does not replace clinical skill. It refines it.

Another question I often hear is whether this measures nerve interference. No instrument directly measures nerve interference. Even the NCM and Tytron used by upper cervical docs only measures thermal patterns consistent with autonomic imbalance, not nerve interference itself. What the PulStar measures is mechanical dysfunction. Mechanical dysfunction influences neural tone. When compliance improves, we frequently observe reduced guarding, improved posture, calmer sympathetic tone, and a sense of ease in the patient. The instrument demonstrates mechanical reset. The body expresses neurological adaptation.

For those concerned about force, especially in osteoporotic or degenerative patients, the PulStar delivers extremely low-force, high-frequency impulses that are reproducible and calibrated. That allows care for patients who might be anxious about manual high-velocity adjustments while still maintaining specificity. Precision builds confidence, for both doctor and patient.

The philosophical objection that technology somehow abandons principle misunderstands the tool. The instrument does not define subluxation philosophically. It does not replace analysis. It does not replace certainty. It enhances specificity by providing quantifiable motion data and objective confirmation. We are still detecting and correcting subluxation. The philosophy remains intact. The tool simply refines our ability to detect loss of motion (kinesiopathology) and confirm improvement.

In a profession where many chase symptoms, stack modalities, or market therapy as a shortcut to higher collections, this approach remains centered on one objective, detecting and correcting subluxation. The color shift on the screen makes it simple to explain, red indicates measurable alteration, green confirms restoration to statistical norm. That measurable change strengthens our credibility and reinforces our commitment to specificity.

𝐖𝐡𝐲 𝐝𝐨 𝐈 𝐥𝐨𝐯𝐞 𝐢𝐭? 𝐁𝐞𝐜𝐚𝐮𝐬𝐞 𝐢𝐭 𝐚𝐥𝐢𝐠𝐧𝐬 𝐰𝐢𝐭𝐡 𝐰𝐡𝐚𝐭 𝐰𝐞 𝐬𝐚𝐲 𝐰𝐞 𝐛𝐞𝐥𝐢𝐞𝐯𝐞. It detects loss of motion. It corrects it with speed and specificity. It demonstrates objective improvement. It minimizes guesswork. It respects tissue tolerance. And with real-time AI-assisted scanning, it refines impulse delivery based on measurable response rather than habit.

The PulStar does not replace principle. It supports it. It does not diminish philosophy. It operationalizes specificity. It allows the art of Chiropractic to be applied with measurable precision. In a world where objectivity is often replaced by marketing, I find comfort in being able to say we found measurable alteration, we delivered specific force, and motion measurably improved. I also love doing pre-scans that are completely GREEN because the data is within normal limits confirming my palpatory and postural findings and I love being able to show the patient and look them in the eye and tell them they are holding their adjustment and don’t need to be adjusted on that visit. That is 𝗦𝗰𝗶𝗲𝗻𝘁𝗶𝗳𝗶𝗰. 𝗦𝗽𝗲𝗰𝗶𝗳𝗶𝗰. 𝗣𝗿𝗶𝗻𝗰𝗶𝗽𝗹𝗲𝗱.

To my upper cervical specific colleagues who rely on thermography through systems like the Tytron or an NCM to establish a pattern before adjusting, I respect that model deeply. Determining when to adjust and when not to adjust is central to principled care. While the PulStar utilizes a different detection method, mechanical compliance rather than thermal asymmetry, the objective remains the same, determining whether subluxation is present. In fact, I would submit that we are more aligned than divided. There are many days when the pre-scan shows force-displacement within statistical averages, the screen is entirely green, and the patient receives no adjustment that day. That is objective confirmation of being Clear. Different analysis method, same commitment to not adjusting when subluxation is absent.

To those in the WHO, with hands-only camp, I understand that perspective as well. I was there early in my career. There is something sacred about skilled hands. The instrument is not a replacement for them, it is an extension of them. It delivers a specific force at a specific angle that a skilled Chiropractor can provide manually, but I would argue that it delivers that force more consistently and reproducibly than I could hundreds of times per day. Fatigue is real. Human variability is real. The instrument does not replace skill, it enhances consistency.

That said, there is absolutely no substitute for a skilled pair of hands. Every patient must be palpated. Motion must be assessed manually. Tissue tone must be evaluated. Common sense must prevail. Objective findings should be confirmed by observable changes, improved posture pre and post adjustment, reduced palpatory findings, improved segmental motion, leg length analysis, whatever the Doctor of Chiropractic determines is essential to be 100 percent confident that the adjustment has been made and the goods have been delivered. Technology should support clinical judgment, not replace it.

We are entering a new age of technology. Everywhere we turn we hear that AI is the future and that investing in it is where the smart money is going. I will admit that like many people, I once had a healthy skepticism and even a mild fear of AI, perhaps influenced by too many late-night viewings of The Terminator. But after working with an instrument that responsibly and practically integrates AI into Chiropractic analysis, those fears have been replaced with appreciation.

The number of patients I have seen rise from the adjusting chair (more about that in a second) who came in with torticollis and left moving freely, the number with sciatica who stood up astonished that their pain was gone, the headaches that resolved immediately in 𝐩𝐚𝐭𝐢𝐞𝐧𝐭𝐬 𝐰𝐡𝐨 𝐩𝐫𝐞𝐯𝐢𝐨𝐮𝐬𝐥𝐲 𝐜𝐚𝐦𝐞 𝐢𝐫𝐫𝐞𝐠𝐮𝐥𝐚𝐫𝐥𝐲 𝐟𝐨𝐫 𝐦𝐚𝐧𝐮𝐚𝐥 𝐚𝐝𝐣𝐮𝐬𝐭𝐦𝐞𝐧𝐭𝐬 𝐚𝐧𝐝 𝐧𝐨𝐰 𝐫𝐞𝐪𝐮𝐞𝐬𝐭 𝐭𝐨 𝐛𝐞 𝐬𝐜𝐚𝐧𝐧𝐞𝐝 𝐚𝐧𝐝 𝐚𝐝𝐣𝐮𝐬𝐭𝐞𝐝 𝐰𝐢𝐭𝐡 𝐭𝐡𝐞 𝐏𝐮𝐥𝐒𝐭𝐚𝐫 𝐚𝐧𝐝 𝐜𝐡𝐨𝐨𝐬𝐞 𝐰𝐞𝐞𝐤𝐥𝐲 𝐨𝐫 𝐛𝐢𝐰𝐞𝐞𝐤𝐥𝐲 𝐜𝐚𝐫𝐞 𝐛𝐞𝐜𝐚𝐮𝐬𝐞 𝐭𝐡𝐞𝐲 𝐬𝐞𝐞 𝐦𝐞𝐚𝐬𝐮𝐫𝐚𝐛𝐥𝐞 𝐯𝐚𝐥𝐮𝐞, 𝐢𝐬 𝐬𝐭𝐚𝐠𝐠𝐞𝐫𝐢𝐧𝐠.

Yes, I use a specialized adjusting chair with the PulStar. The instrument accounts for seated, prone, and standing normative data so that the patient can be adjusted in whatever position the Chiropractor chooses. How many times have you had someone that was difficult to get on the table or unable to get on the table? Being able to adjust those patients in a seated or standing position has been a game changer. Just a few months ago, a maintenance patient came in with Torticollis and couldn't lay on his back. I sat him in the chair comfortably, did the pre-scan, adjusted him with the PulStar and he moved his neck and began to cry. I asked why he was crying and he said, "I didn't think that I could lay down for you to adjust me and I was fearing the pain of the manual adjustment. I've literally got no pain now." Game Changer! Now he requests the PulStar every visit.

Those of us that use the PulStar are not abandoning principle. We are refining it. We are not chasing technology. We are using it to serve specificity. And in doing so, we remain what we claim to be, 𝗦𝗰𝗶𝗲𝗻𝘁𝗶𝗳𝗶𝗰. 𝗦𝗽𝗲𝗰𝗶𝗳𝗶𝗰. 𝗣𝗿𝗶𝗻𝗰𝗶𝗽𝗹𝗲𝗱.

In Health and Faith, Jay

PS- If you’re interested in learning more about this technology, contact Christian Evans at 1-800-628-9416. He’s way better at explaining the technology this father invented. Christian continues to improve the technology with regular updates that are worth their weight in gold. I can only attest to the way that it’s made my practice more fun, easier on my spine and joints and has continued to amaze me with the results and increased patient compliance.

PPS- NO, I was not paid to write this. I just felt compelled after the most recent update which revolutionized the instrument in my opinion.

PPPS- I have to answer a question that keeps getting private messaged to me... NO, the PulStar IS NOT like the ProAdjuster!!! I had two ProAdjusters and that experience was HORRIBLE! I felt ripped off and the instrument was terrible. The ProAdjuster literally broke within a year and ProAdjuster could not and would not make it right. I ended up throwing $35K into the dumpster... literally. PulStar is an entirely different instrument from the hardware to the software it's completely different, reliable and accurate AND the customer support and sales are Outstanding.